【摘要】 浙江体育彩票的销售量一直逐年增长并保持全国领先。研究调查了浙江省部分体育彩票消费者,结果表明:浙江省体育彩票购买人群以男性彩民为主,购买年龄集中在18~60岁,文化程度大部为高中至大学(含大专),职业分布主要为个体经营者、专技人员、学生及公司职员,中低收入人群为浙江省体育彩票的消费主体,购买人群的购买心理相对理性,浙江省体育彩票彩民购彩仍偏向简单易懂、趣味性强的彩票玩法。需要分析不同阶层的购买动机、购彩特征,开发适合不同阶层的体育彩票新品种、新玩法,分阶层、年龄、收入制定不同的营销策略,满足多阶层人群的消费心理。体育主管部门要大力宣传体育彩票的公益属性,加大体育公益金使用的透明度,发展潜在消费人群。更多还原

【Abstract】 The sale volume of Zhejiang sports lottery keeps growing and even leads in the whole country.A survey on some of the lottery buyers shows that they are mainly males,aged from 18 to 60,with a high school education or a college degree.They are mainly self employed,technicians,students or company clerks with low-and-middle income.They are relatively rational in buying lotteries easy to understand and interesting to them.So it is necessary to analyze their purchasing motivation and features of different social groups and develop new products accordingly.Besides,various sales strategies should be made to meet buyers in different social classes with different incomes and ages.The sports authority in charge is expected to spare no efforts to promote its nonprofit principle,increase the transparency of the usage of the public welfare funds and develop potential lottery consumers.更多还原